Change is coming to Rolls-Royce's tony product portfolio.
The British purveyor of ultraluxury will sunset sales of its coupe and convertible models in the U.S. next year to make room for new product, including the brand's first electric model.
The Dawn and Wraith will not move to Rolls-Royce's Architecture of Luxury platform, limiting their shelf life, so bringing them to spec to meet U.S. emissions standards for 2022 didn't make financial sense. Discontinuing their U.S. sales also allows Rolls-Royce to assign more production capacity to the Ghost and family-friendly Cullinan.
But the two-door models have helped Rolls chip away at its stodgy image by attracting new and younger buyers. The Wraith coupe, launched in 2013, lured Ferrari's and Lamborghini's performance buyers as a "sporty" Rolls. The Dawn convertible, which debuted in 2015, has drawn female buyers to the brand.